PROJECT REPORT

ON
“CUSTOMER RELATIONSHIP MANAGEMENT”
AT
VIPUL MOTORS (PVT) LIMITED”

Submitted in partial fulfillment for the requirement of degree of

Bachelor of Business Administration (BBA)
Session: 2020-2021

SUBMITTED TO: SUBMITTED BY:

Controller of examination Name: Karishma

M. D. University Class: BBA 6th Semester

Rohtak Regn. No: 1811350444

Univ. Roll No:

GOVT. COLLEGE FOR WOMEN FARIDABAD

SECTOR 16A

1
 DECLARATION

I, Karishma of Govt. College For Women Faridabad , Hereby declare

that the project entitled “Customer Relationship Management At Vipul
Motors “ is an Original work and the same has not been submitted to any
other institution for the award of any other degree. The feasible suggestions
have been duly incorporated in consultation with the supervisor.

KARISHMA
B.B.A 6th SEM

2
 ACKNOWLEDGEMENT

It is a great opportunity for me to work with VIPUL MOTORS PVT LTD pioneers in
the field of stock trading, a part of VIPUL Capital Ltd. I am extremely grateful to
the entire team of VIPUL who have shared their expertise and knowledge with
me and without whom the Completion of this project would have been virtually
impossible.

My sincere gratitude to my project guide. I express my sincere gratitude to our College for
allowing me to carry on this project.

KARISHMA
B.B.A 6th SEM

3
 PREFACE

The automotive sector is one of the core industries of the Indian economy, whose
prospect is reflective of the economic resilience of the country. Continuous economic
liberalization over the years by the government of India has resulted in making India as
one of the prime business destination for many global automotive players. The
automotive sector in India is growing at around 18 per cent per annum.

Automobile Industry was delicensed in July 1991 with the announcement of the New
Industrial Policy.

With the gradual liberalization of the automobile sector since 1991, the number of
manufacturing facilities in India has grown progressively. At present there are 15
manufacturers of passenger cars & multi utility vehicles, 9 manufacturers of commercial
vehicles, 16 of 2/3 wheelers and 14 of tractors besides 5 manufacturers of engines.

Automotive industry, one of the largest industries in India, has been witnessing
impressive growth during the last two decades. The industry has been able to restructure
itself, absorb newer technology, align itself to the global developments and realize its
potential. This has significantly increased industry contribution to overall industrial
growth in the country. The automobile sector recorded growth of 13.56% in 2006-07.
Vehicle production grew at 8.78% in April-May 2008 over April-May 2007.

4
 TITLE PAGE

TABLE OF CONTENTS

CONTENTS

1. COMPANY PROFILE

2. REVIEW OF LITERATURE

3. RESEARCH OF METHODOLOGY

 INTRODUCTION

 OBJECTIVE OF STUDY

 SCOPE OF STUDY

 RESEARCH DESIGN

 SAMPLE PLAN

 DATA COLLECTION

4. DATA ANALYSIS AND INTERPETATION

5. CONCLUSION

6. SUGGESTION AND RECOMMENDATION

7. APPENDIX

 BIBLOGRAPHY

 QUESTIONNAIRE

5
COMPANY PROFILE

6
 COMPANY PROFILE

Car market leader Maruti Suzuki sold 764,842 vehicles in 2007-08, the highest ever in
the history of the company. This marked a growth of 13.3 per cent over the previous year.
The company's sales included exports of 53,024 during 2007-08, the highest ever in the
company's history. Exports grew by 34.9 per cent during the year. While strengthening its
leadership in the A2 segment, Maruti Suzuki also attained leadership in the A3 segment
for the year 2008-09. The company sold 49,335 cars in the A3 segment, a whopping
growth of 66.1 per cent over the previous year.

During the quarter, the total number of passenger vehicles grew by 12.99 per cent, with
sales at 3, 48,832 units. In this category, the passenger car segment recorded the highest
growth, of 12.66 per cent at 2, 75,147 units. In June, the total passenger vehicles recorded
a 15.7 per cent jump in sales, with passenger car sales 16.36 per cent higher, at 94,002
units. Maruti grew by 25 per cent with sales at 47,783 units, while Hyundai, the second
largest manufacturer in the segment, recorded a 3.9 per cent dip.

“The passenger car segment has grown mainly due to new launches such as SX4, Logan
and Spark, Echo As Maruti is giving a 2 per cent discount on loan rates, consumers are
not impacted,” said an analyst from a leading blue-chip securities firm.

The present study of the marketing strategy of the Vipul Motors Maruti Suzuki (Pvt.)
Limited revolves around the following broad objectives, To study the evolution and
growth of the Vipul motors Maruti Suzuki (Pvt.) Limited in the context of the automobile
revolution in India; To study the growth strategy of the Vipul motors Maruti Suzuki
(Pvt.) Limited and the marketing methods followed by it in this regard. To study the
small car revolution in India and the contribution of the Vipul motors Maruti Suzuki
(Pvt.) limited to it.

7
The study has been carried out using primary as well as secondary sources of
information; the data thus collected were analyzed to achieve some justifiable results.
“A market is never saturated with a good product, but it is very quickly saturated with a
bad one. - Henry Ford”

INDIAN AUTOMOBILE INDUSTRY

The automotive industry is one of the largest industries worldwide and in India as well.
The automotive sector is a vital sector for any developed economy. It drives upstream
industries like steel, iron, aluminum, rubber, plastics, glass and electronics, and
downstream industries like advertising and marketing, transport and insurance.

The automotive industry can be divided into five sectors:-

1) Passenger Cars
2) Multi- Utility Vehicles (MUVs)
3) Two- and Three- Vehicles
4) Commercial Vehicles - Light Commercial Vehicles (LCVs) / Medium and Heavy
Commercial Vehicles (MHCVs)
5) Tractors
We will be looking at the Passenger car industry in India.

Despite a head start, the passenger car industry in India has not quite matched up to the
performance of its counterparts in other parts of the world. The primary reason has been
the all-pervasive regulatory atmosphere prevailing till the opening up of the industry in
the mid-1990s. The various layers of legislative Acts sheltered the industry from external
competition for a long time. Moreover, the industry was considered low-priority as cars
were thought of as ‘unaffordable luxury’.

8
 CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management

(CRM) refers to the methodologies and tools that help businesses manage customer
relationships in an organized way.

For small businesses, customer relationship management includes:

 - CRM processes that help identify and target their best customers, generate quality sales
leads, and plan and implement marketing campaigns with clear goals and objectives;

- CRM processes that help form individualized relationships with customers (to improve
customer satisfaction) and provide the highest level of customer service to the most
profitable customers;

- CRM processes that provide employees with the information they need to know their
customers' wants and needs, and build relationships between the company and its
customers.

Customer relationship management tools include software and browser-based

applications that collect and organize information about customers. For instance, as part
of their CRM strategy, a business might use a database of customer information to help
construct a customer satisfaction survey, or decide which new product their customers
might be interested in.

9
 MARUTI SUZUKI NEWSLETTER
MARUTI SUZUKI NEWS

GREEN AWARD:
We bagged the 'Golden Peacock Eco-Innovation Award' for adopting environment
friendly technology in our products and processes. We were felicitated with this award
for reduction in the green house gas emissions through the initiatives undertaken last year
- first the company launched K-series engines that are ready for future emission norms,
secondly the use of specially designed double-decker railway rakes for dispatching cars
as opposed to the conventional use of trailers. This is one of its kind initiatives in India,
which helps, in transporting cars in highly efficient manner, at much lower costs and
impact on environment.

SAFE CONVENTION:
We participated in the SAFE Annual Convention at Hyderabad organised by the Society
of Indian Automobile Manufacturers in June. The theme this year was “Safety through
Enforcement and Inspection & Certification”. Our Maruti Driving School team also
organised Road Safety Awareness programmes in several schools in the city .The
programme received an overwhelming response with the participation of over 800
students. The Additional Commissioner of Transport Mr. CLN Gandhi graced the
occasion at one of the school and interacted with children on road safety.

MARUTIAN STANDING TALL:

Maruti Suzuki team won the National Champions title in the National Competition for
Business Management Simulations of 2009. The team comprised of Tarun Gandhi,
Vaibhav Sharma and Harish Kothari from the Spare Parts Division. There were over 100
teams participated from various companies such as ONGC, NTPC, GAIL, Oracle, Hero
Honda, HPCL, Aditya Birla, Infosys and many more. The team also won the North
Region Prelims and North Region Finals before winning the National Grand Finale.

10
The automotive sector is one of the core industries of the Indian economy, whose
prospect is reflective of the economic resilience of the country. Continuous economic
liberalization over the years by the government of India has resulted in making India as

one of the prime business destination for many global automotive players. The
automotive sector in India is growing at around 18 per cent per annum.

Automobile Industry was delicensed in July 1991 with the announcement of the New
Industrial Policy.

With the gradual liberalization of the automobile sector since 1991, the number of
manufacturing facilities in India has grown progressively. At present there are 15
manufacturers of passenger cars & multi utility vehicles, 9 manufacturers of commercial
vehicles, 16 of 2/3 wheelers and 14 of tractors besides 5 manufacturers of engines.

Automotive industry, one of the largest industries in India, has been witnessing
impressive growth during the last two decades. The industry has been able to restructure
itself, absorb newer technology, align itself to the global developments and realize its
potential. This has significantly increased industry contribution to overall industrial
growth in the country. The automobile sector recorded growth of 13.56% in 2006-07.
Vehicle production grew at 8.78% in April-May 2008 over April-May 2007.

Indian automobile industry has grown leaps and bounds since 1898, a time when a car
had touched the Indian streets for the first time. At present it holds a promising tenth
position in the entire world with being # 2 in two wheelers and # 4 in commercial
vehicles. Withstanding a growth rate of 18% per annum and an annual production of
more than 2 million units, it may not be an exaggeration to say that this industry in the
coming years will soon touch a figure of 10 million units per year.

11
 High degree of correlation between per
capita income and demand for cars,
increase in number of people crossing the
income threshold, and changing
customer profile.

A mature used car

market would
High degree of
encourage customers
correlation
to trade in their cars
between damand
faster, eat into their
for cars and
share of new cars.
economic growth.

Car Demand

Availability of
new models. Central Government’s
Autopolicy.

Availability of
Competitive cheap finance.
pricing.

12
CUSTOMER LOUNGE FEEDBACK FORM
Dear customer,
Thank you for getting your car serviced at our workshop. We would like to know your valuable feedback on
facilities availed by you in our customer lounge. Please spare a few moments to answer the following as it
will help us in improving our services and making your next visit a more enjoyable one.

Please put a mark () in the appropriate box.

1. Were you offered tea/coffee and snacks in the customer lounge?
a) Yes b) No
2. Was the ac cooling proper in the customer lounge?
a) Yes b) No
3. Were adequate reading materials like newspapers, Magazines available in the customer lounge?
a) Yes b) No
4. Was the television in the customer lounge working?
a) Yes b) No
5. Was the customer lounge clean?
a) Yes b) No
6. Was the sitting arrangement enough and comfortable in the customer lounge?
a) Yes b) No
7. How do you rate the customer lounge in terms of cleanliness, comfort 7 amenities?

Unacceptable Average Good Excellent

Suggestion:
…………………………………………………………………………………………………………….
Name…………………………………………………………..
Date…………………………………………………..
Regn No………………………………………………………..Contact Phone
No……………………………………..

13
 INFORMED WHEN SERVICE WAS COMPLETED

OBJECTIVE:

To ensure that the customer is informed when the vehicle is ready for delivery

METHODOLOGY
1. After the technician attends to the demanded repairs the technical advisor to
confirm whether the defects have been resolved shall do a road test. After
completion of road test by the technical advisor and final inspection by final.
Inspector the vehicle should be handed over to the washing supervisor. The
washing supervisor shall get the vehicle thoroughly washed. The job card shall
be closed by the supervisor and handed over to the front office staff, who shall
prepare Performa invoice
2. The front office staff shall inform customers for vehicle readiness and delivery
time. The details of the calls made to customers shall be maintained in the
“informed when service was complete register”
3. The customer should also be informed through SMS
4.
RECORDS
1. Entry of details of customers who have been informed when service was complete

Percentage of customer informed after service completed

14
WAYS TO PROVIDE CUSTOMER SERVICE THAT OUTSHINES
YOUR COMPETITORS

Ways to Provide Customer Service That Outshines Your Competitors

There’s no real secret to getting your customers to come back. All you need to do is
provide customer service that exceeds your customers' expectations and outshines your
competitors' customer service.

Shiny customer Service is service with a capital “S”, Service that makes your customer
feel special, Service that makes him or her want to come back and do more business with
your company, and recommend your business to his or her friends.

So how can you provide customer Service that shines? Follow this plan to ensure
customer service that will dazzle customers and competitors alike:

Determine what makes what you offer special.

Study the competition. Think about their customer service and the customer service you
provide. What can you offer your customers that are “better” than the competition? There
are sure to be aspects of your customer Service that you can promote as “Special”.

Make a list of all these ideas for providing customer service. If you sell a product, and
your competitor doesn’t offer it already, perhaps you can offer free local delivery. If you
sell a service, such as bookkeeping or accounting, perhaps you can focus on turnaround
times that are faster than your competitors’- providing the good customer service that will
give your business the edge.

15
Sometimes providing customer Service that shines will involve expanding your
operations. For instance, you may need to offer to provide your services in customer’s
homes to outdo the services the competition provides.

Sometimes providing customer Service that shines will involve revamping what you’ve
always done. If you provide a service that involves giving estimates of the job to be done
beforehand, and you’ve previously just given estimates to prospective customers orally,
you could stress that you provide an estimate in writing and stick to your written
estimate. Remember, we’re talking about customer Service here. Lower prices are not
service; they’re just lower prices.

Continue on to the next page to read more ideas for providing customer service that will
help you outshine the customer service your competitors provide.

Now that you have a list of customer service ideas that you might use to provide
customer service that outshines the customer service your competitors provide, it's time
to look at implementing shiny customer service.

Study the customer service ideas on your list and examine their feasibility.

Can you really guarantee that you will always stick to your written estimate or provide a
faster turnaround time than your competitors? If you aren’t sure, or can’t do it, cross it off
your customer service ideas list. Sleep Country Canada's delivery people always wear
their booties; Sears always honors their guarantee. Customer service that shines carries
that same kind of guarantee; it’s not a “sometimes” proposition. So only choose what you
can definitely do one hundred percent of the time.

16
 REVIEW
OF
LITERATURE

17
In a study done by Sriram Rajann, ICFAI Business School, Chennai, on the topic ‘392
Invest or Not to Invest in Customer Relationship Management –How Mandatory it is to
Industry Today- CRM strategy is complex. It is more complex than an ERP strategy or a
network strategy. This is because it involves contemporaneously defined customers. It is
6-7 times more expensive to gain a new customer than retain an existing customer-
Harvard Business Review. A 2004 AMR research study found that 28 % of CRM
projects failed to go live. 33% had serious user adoption problems. A 2005 Forrester
Research found that 2/3 of respondents were unhappy with the ease of the use of their
CRM system. More than half of the respondents were not satisfied with their CRM
systems return on investment (ROI)

In a study done by Atish Chattopadhyay, ICFAI Business School, Kolkata,

Kalyan Sengupta, ICFAI Business School, Kolkata, on the topic 400 User Perception of
the Retail Loyalty Programs in the City of Kolkata, India.- Loyalty programs are being
increasingly used as CRM tactics. Recent studies have questioned the fate of loyalty
programs. This study explored the user perception of various retail loyalty programs in
Kolkata, through a consumer survey. It was observed that retailers need to have a clear
insight of shopper expectations while designing a loyalty program and the relative
importance of various factors which makes the loyalty program successful. The current
research addresses the issue of identifying the factors which are critical to the success of
a retail loyalty program in the Indian context.

In a study done by Vipin Agrawal, Jaipuria Institute of Management, vashu2005 Nikhil

Garg, Jaipuria Institute Of management, on the topic 496 Making Indian Automobile
Industry Competitive through Joint Ventures.July 1991 is definitely the most recalled
period for the Indian automobile sector. It not only laid the foundation for opening up of
the economy, it was responsible for a major turn-around in the automobile sector. In
1991, foreign investment upto 51% was allowed in the automobile sector and the
components industry, but not for the motor cars which was de-licensed in 1993. Hence

18
the car segment flourished thereafter with only one major exit of Daewoo due to external
reasons. If we look closely in the car segment the majority of sales was due to the Maruti
Udyog Limited (MUL) and later on grabbed by Hyundai, Telco and Daewoo in due
course of time. All others can be called as under performers or niche players. It is very
obvious that two of these players are sole ventures while other two are JVs. So a question
for discussion evolves asking whether competitiveness enhance by making the Joint
Ventures in Automobile Sector. The Present paper is an effort to find the answer of this
question with specific emphasize on Maruti Suzuki.

MANAGING CUSTOMER EXPERIENCE IN VIPUL MOTORS

Customer experience is the new innovation frontier for business. Companies are
focusing on the importance of the experience and, as Jeananne Rae notes, realizing
that “building great consumer experiences is a complex enterprise, involving strategy,
integration of technology, orchestrating business models, brand management and
CEO commitment.” (2006) An Enterprise Feedback Management (EFM) system can
be used to collect value feedback from customers. Microsoft’s Customer Experience
Improvement Program gives all of its customers the opportunity to provide input into
the design and development of its products. The program collects feedback on how
customers use Microsoft programs and problems they have encountered. The end
results are software improvements to better meet customer needs.

19
QUALITY OF GOOD CUSTOMER SERVICE IN VIPUL MOTORS

Good customer service is the lifeblood of any business. You can offer promotions and
slash prices to bring in as many new customers as you want, but unless you can get some
of those customers to come back, your business won’t be profitable for long.

Good customer service is all about bringing customers back. And about sending them
away happy – happy enough to pass positive feedback about your business along to
others, who may then try the product or service you offer for themselves and in their turn
become repeat customers.

If you’re a good salesperson, you can sell anything to anyone once. But it will be your
approach to customer service that determines whether or not you’ll ever be able to sell
that person anything else. The essence of good customer service is forming a relationship
with customers – a relationship that that individual customer feels that he would like to
pursue.

How do you go about forming such a relationship? By remembering the one true secret of
good customer service and acting accordingly; “You will be judged by what you do, not
what you say.”

I know this verges on the kind of statement that’s often seen on a sampler, but providing
good customer service IS a simple thing. If you truly want to have good customer service,
all you have to do is ensure that your business consistently does these things:

20
 RULES OF CUSTOMER SERVICE IN VIPUL MOTORS

1) Answer your phone.

Get call forwarding. Or an answering service. Hire staff if you need to. But make sure
that someone is picking up the phone when someone calls your business. (Notice I say
“someone”. People who call want to talk to a live person, not a “fake recorded robot”.)

2) Don’t make promises unless you WILL keep them.

Not plan to keep them. Will keep them. Reliability is one of the keys to any good
relationship, and good customer service is no exception. If you say, “Your new bedroom
furniture will be delivered on Tuesday”, make sure it is delivered on Tuesday. Otherwise,
don’t say it. The same rule applies to client appointments, deadlines, etc.. Think before
you give any promise – because nothing annoys customers more than a broken one.

3) Listen to your customers.

Is there anything more exasperating than telling someone what you want or what your
problem is and then discovering that that person hasn’t been paying attention and needs
to have it explained again? From a customer’s point of view, I doubt it. Can the sales
pitches and the product babble. Let your customer talk and show him that you are
listening by making the appropriate responses, such as suggesting how to solve the
problem.

4) Deal with complaints.

No one likes hearing complaints, and many of us have developed a reflex shrug, saying,
“You can’t please all the people all the time”. Maybe not, but if you give the complaint
your attention, you may be able to please this one person this one time - and position your
business to reap the benefits of good customer service.

21
5) Be helpful - even if there’s no immediate profit in it.

The other day I popped into a local watch shop because I had lost the small piece that
clips the pieces of my watchband together. When I explained the problem, the proprietor
said that he thought he might have one lying around. He found it, attached it to my
watchband – and charged me nothing! Where do you think I’ll go when I need a new
watchband or even a new watch? And how many people do you think I’ve told this story
to?

6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and
knowledgeable.

Do it yourself or hire someone to train them. Talk to them about good customer service
and what it is (and isn’t) regularly. Most importantly, give every member of your staff
enough information and power to make those small customer-pleasing decisions, so he
never has to say, “I don’t know, but so-and-so will be back at...”

7) Take the extra step.

For instance, if someone walks into your store and asks you to help them find something,
don’t just say, “its in Aisle 3.” Lead the customer to the item. Better yet, wait and see if
he has questions about it, or further needs. Whatever the extra step may be, if you want to
provide good customer service, take it. They may not say so to you, but people notice
when people make an extra effort and will tell other people.

8) Throw in something extra.

Whether it’s a coupon for a future discount, additional information on how to use the
product, or a genuine smile, people love to get more than they thought they were getting.
And don’t think that a gesture has to be large to be effective. The local art framer that we
use attaches a package of picture hangers to every picture he frames. A small thing, but
so appreciated.

22
If you apply these eight simple rules consistently, your business will become known for
its good customer service. And the best part? The irony of good customer service is that
over time it will bring in more new customers than promotions and price slashing ever
did!

CUSTOMER SERVICE TIPS IN VIPUL MOTORS

Customer Service Tips:-

The People aspect of business is really what it is all about? Rule #1: Think of customers
as individuals. Once we think that way, we realize our business is our customer, not our
product or services. Putting all the focus on the merchandise in our store, or the services
our corporation offers, leaves out the most important component: each individual
customer.

Keeping those individual customers in mind, here are some easy, down-home customer
service tips to keep ’me coming back!

1. Remember there is no way that the quality of customer service can exceed the
quality of the people who provide it. Think you can get by paying the lowest wage,
giving the fewest of benefits, doing the least training for your employees? It will show.
Companies don't help customers... people do.

2. Realize that your people will treat your customer the way they are treated.
Employees take their cue from management. Do you greet your employees
enthusiastically each day; are you polite in your dealings with them; do you try to
accommodate their requests; do you listen to them when they speak? Consistent rude
customer service is a reflection not as much on the employee as on management.

3. Do you know who your customers are? If a regular customer came in to your
facility, would you recognize them? Could you call them by name? All of us like to feel

23
important; calling someone by name is a simple way to do it and lets them know you
value them as customers.

Recently I signed on with a new fitness center. I had been a member of another one for
the past ten years, renewing my membership every six months when the notice arrived. I
had been thinking about changing, joining the one nearer my home and with more state-
of-the-art equipment. So when the renewal notice came, I didn’t renew. That was eight
months ago. Was I contacted by the fitness center and asked why I did not renew? Did
anyone telephone me to find out why an established customer was no longer a member or
to tell me they missed me? No and No. My guess is they don’t even know they lost a
long-time customer, and apparently wouldn’t care.

4. Do your customers know who you are? If they see you, would they recognize you?
Could they call you by name? A visible management is an asset. At the Piccadilly
Cafeteria chain, the pictures of the manager and the assistant manager are posted on a
wall at the food selection line and it is a policy that the manager’s office is placed only a
few feet from the cashier's stand at the end of that line, in full view of the customers, and
with the door kept open. The manager is easily accessible and there is no doubt about
"who's in charge here". You have only to beckon to get a manager at your table to talk
with you.

5. For good customer service, go the extra mile. Include a thank-you note in a
customer's package; send a birthday card; clip the article when you see their name or
photo in print; write a congratulatory note when they get a promotion. There are all sorts
of ways for you to keep in touch with your customers and bring them closer to you.

6. Are your customers greeted when they walk in the door or at least within 30-40
seconds upon entering? Is it possible they could come in, look around, and go out without
ever having their presence acknowledged? It is ironic it took a discount merchant known
for price, not service, to teach the retail world the importance of greeting customers at the
door. Could it be that’s because Sam Walton knew this simple but important gesture is a

24
matter of respect, of saying "we appreciate your coming in," having nothing to do with
the price of merchandise?

7. Give customers the benefit of the doubt. Proving to him why he’s wrong and you’re
right isn’t worth losing a customer over. You will never win an argument with a
customer, and you should never, ever put a customer in that position.

8. If a customer makes a request for something special, do everything you can to say
yes. The fact that a customer cared enough to ask is all you need to know in trying to
accommodate her. It may be an exception from your customer service policy, but (if it
isn’t illegal) try to do it. Remember you are just making one exception for one customer,
not making new policy. Mr. Marshall Field was right-on in his famous statement: "Give
the lady what she wants."

9. Are your customer service associates properly trained in how to handle a

customer complaint or an irate person? Give them guidelines for what to say and do in
every conceivable case. People on the frontline of a situation play the most critical role in
your customer’s experience. Make sure they know what to do and say to make that
customer’s experience a positive, pleasant one.

10. Want to know what your customers think of your company? Ask them! Compose
a "How're We Doing?" card and leave it at the exit or register stand, or include it in their
next statement. Keep it short and simple. Ask things like: what it is they like; what they
don’t like; what they would change; what you could do better; about their latest
experience there, etc. To ensure the customer sends it in, have it pre-stamped. And if the
customer has given their name and address, be sure to acknowledge receipt of the card.

25
 RESEARCH METHODOLOGY

Marketing research is the systematic and objective investigation analysis of information

to the identification and solution of any problem in field of marketing very broadly the
function of market research includes description and explanation and evaluation of more
narrowly the function of marketing research within a company is to provide the
information and analytical inputs for effective working.

The purpose of methodology section in the report is to describe the research process that
is followed by doing main part.

The research design plays a pivotal role in the quality and context of data in making any
project report. The type of research design chosen is seen to have a learning on all aspects
of report writing.

In simple terms methodology can be defined as, it is used to give a clear cut idea on what
the researcher is carrying out his or her research. In order to plan in a right point of time
and to advance the research work methodology makes the right platform to the
researcher to mapping out the research work in relevance to make solid plans.

More over methodology guides the researcher to involve and to be active in his or her
particular field of enquiry. Most of the situations the aim of the research and the research
topic won’t be same at all time it varies from its objectives and flow of the research but
by adopting a suitable methodology this can be achieved.

Right from selecting the topic and carrying out till recommendations research
methodology drives the researcher in the right track. More over through methodology the
external environment constitutes the research by giving a depth idea on setting the right
research objective, followed by literature point of view, based on that chosen analysis

26
through interviews or questionnaires findings will be obtained and finally concluded
message by this research.

On the other hand from the methodology the internal environment constitutes by
understanding and identifying the right type of research, strategy, philosophy, time
horizon, approaches, followed by right procedures and techniques based on his or her
research work. In other hand the research methodology acts as the nerve center because
the entire research is bounded by it and to perform a good research work, the internal and
external environment has to follow the right methodology process

OBJECTIVES OF THE STUDY

The present study of the Customers Relationship Management of the Maruti Suzuki
Vipul Motors (Pvt.) Limited revolves around the following broad objectives:

(i) To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited in the
context of the automobile revolution in India;
(ii) To study the satisfaction level among the customers of the Maruti Suzuki
Vipul Motors (Pvt.) limited and the methods followed by it in this regard.
(iii) To study the relationships and the contribution of the Maruti Suzuki Vipul
Motors (Pvt.) within its customers in India.

SCOPE OF THE STUDY

27
 The project involves the study of the segmentation, positioning and relationships of
Maruti Suzuki Vipul Motors (Pvt.) with the customers in the market. And what they
think about it.

 It includes carrying out a survey among customers & the industry people as well as
the retailers. It also involves the devising of repositioning of the existing brand by
some modifications; advertisement should be so made that the targeted segment
comes to know what the car is. How is it better from others? So, that in near future
this car becomes a grand success. Information regarding the market share, cost
factors, promotional strategies and relationships of the customers etc was collected
from primary data sources.

RESEARCH DESIGH
After deciding the basic aspects of research project (i.e. formulating research problem,
objectives of research, data requirement, sample design, etc) and before the
commencement of work of research project, the researcher has to prepare research
design. It is a major step in the research process /procedure.

The research work will be conducted (i.e. data collection, etc) as per the research design
prepared.
Research design means to prepare detailed plan and procedures for the conduct of the
research project.
It is like preparing a master plan/blue print for the conduct of formal investigation.
It is the basic plan that guides researcher in the execution of the research project
undertaken. It is like road map which enables the researcher to conduct various activities
for the completion of research project.

In short, research design is a systematic planning, organising and executing a research

project within specified time limit and resource allocation. Research design tells the type
of data to be collected, the sources of data and the procedures to be followed in data

28
collection. Research design provides suitable framework that guides the collection and
analysis of data.

29
 DEFINATION OF RESEARCH DESIGN

1. According to David J Luck and Ronald S Rubin, “A research design is the

determination and statement of the general research approach or strategy adopted for the
particular project. It is the heart of planning. If the design adheres to the research
objective, it will ensure that the client’s needs will be served.
2. According to Kerlinger, “Research in the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance.
3. According to Green and Tull, “ A research design is the specification of methods and
procedures for acquiring the information needed. It is the over-all operational pattern or
framework of the project that stipulates what information is to be collected from which
source by what procedures.

Step in planning the Research design

1. Determining work involved in the project.
2. Estimating costs involved
3. Preparing time schedule
4. Verifying results

Importance/utility of research design

Research design is important as it prepares proper framework within which the research
work/activity will be actually carried out. Research design acts as a blue print for the
conduct of the whole.

Types of Research design:

On the basis of information to be collected, research designs can be classified into the
following three categories:
a) Exploratory research (THIS RESEARCH IS USED IN THIS PROJECT )
b) Descriptive research
c) Casual research

30
 Exploratory Research:
“Learning about the problem area and beginning to focus on specific areas of study by
discussing the problem with informed sources within the firm (a process often called
situation analysis) and with knowledgeable others outside the firm (the informal
investigation).”

One of the important things to do is review the existing situation to determine how things
came to be that way - this is an important part of the Exploratory Research and is one of
the reasons why companies hire outside agencies or the same work did by Summer
Trainees.

Descriptive Research
 The term descriptive research refers to the type of research question, design, and data
analysis that will be applied to a given topic. Descriptive statistics tell what is, while
inferential statistics try to determine cause and effect.

Descriptive research can be either quantitative or qualitative. It can involve collections of

quantitative information that can be tabulated along a continuum in numerical form, such
as scores on a test or the number of times a person chooses to use a-certain feature of a
multimedia program, or it can describe categories of information such as gender or
patterns of interaction when using technology in a group situation. Descriptive research
involves gathering data that describe events and then organizes, tabulates, depicts, and
describes the data collection.

Causal Research
Casual research design is the study that explores the effect that one things has on another
thing. The research is done in a thorough way that shows the effect that each variable has
on the each thing. An example of this research can begin with a clothing store that sells
jeans and the store changing the color of the jeans to white. As the managers of the
company is trying to make this decision, they may casually research how this decision
can impact their sales and their business in the future. If they go through with it, their
decision may help them make more money or less. This can impact sales, profits, and
their future.

31
 SAMPLING UNIT

The research instrument used was of structural questionnaire. It was formulated after
discussion.

1. Sampling Unit: The unit constituted the people using Maruti Suzuki.

2. Sample Size: The size consists of 150.

3. Sample Procedure: random sampling.

Sample size:

Regions of Faridabad were covered for the study. I took 150 samples. They were selected
by random sampling method because in this case systematic sampling is not possible
since a person cannot say whether a person is using Maruti Suzuki or not.

32
 DATA COLLECTION

In this project both primary data as well as secondary data are used.

 Primary Data

The primary data will be collected with the help of a structured

interview/questionnaire. These methods will help to analyze the insights of the
dealers, the company officials, competitors and the most important of all the
customers so that a reliable and a valid study can be obtained within a limited time
frame and cost.

 Secondary Data

The secondary data will be collected mainly from an intensive research on the World
Wide Web Portals. Also this data would be collected from the study of journals and
periodicals such as The Economic Times, The Mint, Government Statistical Surveys and
Export statistics.

33
 LIMITATIONS OF RESEARCH
Due to the following unavoidable and uncontrollable factors the results might not be
accurate. Some of the problems might face while conducting the survey are as follows:
1. Certain open-ended questions have been put in the questionnaire to give
respondents freedom to express their perception.
2. Time and cost constraints were also there
3. Chances of some biasness couldn’t be eliminated.
4. A sample size of 100 has been used due to time limitations.
5. The data has been collected from Delhi(North) and there the perception of
the people from the smaller towns could not be judged

INFORMED WHEN SERVICE WAS COMPLETE REGISTER

S no Vehicle registration Vehicle ready time Customer Sign of front remarks

no informed office staff
time

Summary:
S no Activity Value
1 Total vehicle received
2 Total number of customers informed after
service complete
3 Total number of vehicle delivered

4 % of customers informed after service 34

completed
DATA ANALYSIS AND
INTERPRETATION

35
Question 1. Does Vipul Motors maintains consistency in its services ?

Views No. of persons

Yes 43
No 7

No. of persons

No
14%

Yes
86%

This question shows whether Vipul Motors maintains consistency in its services.
86% of the persons surveyed agreed that Vipul Motors maintains consistency in its services while
14% disagreed.

36
Question 2. Are you satisfied with the prices charged by Vipul Motors?

Views No. of persons

Very satisfied 9
Satisfied 35
Not satisfied 6

6 9
0
1
2
3
4
5

35

This question deals with the pricing of Vipul Motors products.

Out of 50 persons surveyed, 35 are satisfied with the prices charged, 9 are very satisfied and 6 are
not satisfied.

37
Question 3. Do you find the promotional measures adopted by Vipul Motors are effective?

Views No. of persons

Very effective 7
Effective 27
Not effective 16

No. of persons

30

25

20

15 No. of persons

10

0
Very effective Effective Not effective

This question deals with whether the promotional measures adopted by Vipul Motors are
effective or not.
Out of 50 persons surveyed 7 persons find it very effective, 27 persons found it effective while 16
persons doesn’t find it effective.

38
Question 4. What recommendations do you wish to suggest to Vipul Motors...?

Recommendations No. of persons

Include more variety 32
Reduce prices 6
Better advertising and promotion 5
Improve quality 7

7
0
1
5
2
3
6 4
32
5

This question gives out the suggestions to increase its sales.

Out of 50 persons surveyed 32 persons suggested that Vipul Motors must include more variety, 6
persons suggested to reduce prices, 5 suggested to adopt better advertising and promotion
measures and 7 suggested to improve quality.

39
Question 5. How would you describe your visiting experience at Vipul Motors?

Excellent 4
Very good 17
Good 25
Poor 4

No. of persons

25

20

15

10 No. of persons

0
Excellent Very good Poor Good

This question describes the visiting experience at Vipul Motors.

Out of 50 persons surveyed 4 describe their visiting experience as excellent, 17 as very good, 25
as good and 4 as poor.

40
Question : How did you get attracted to Maruti Car that you are having at present?

Question: Things that you looked while purchasing a car?

41
Question: Which are the products of the company that are favorite among the customers?
Please give the reasons as you think.
 55 percent --------------------- Quality based
 30 percent ---------------------Economical/ Cheap
 06 percent ---------------------- Branded
 09 percent ------------------------ Do not know /Can not say

42
 CONCLUSION &
RECOMMENDATIONS

43
 Should keep more economical product so that middle class
people can purchase.
 Should use more effective promotional techniques so as to
increase their sale.
 Should make some changes in infrastructure so it may
attract more customers.
 Should make some changes in customer relationship
policy so more customers get satisfied.

44
 SWOT analysis of Maruti Suzuki:

 Strengths

 Established distribution and after sales networks

 Understanding of the Indian market and ability to liaison with the
government.
 Ability to design products with differentiating features
 Brand image
 Experience and know-how in technology.

 Weaknesses
 Lack of experience with foreign market

 Heavy import tariffs

 Opportunities
 Government subsidies

 Tax benefits

 Foreign collaboration

 Increased purchasing power of Indian middleclass category

45
  Threats
 Threats from Chinese manufacturers

 Indian as well as foreign competitors.

SWOT analysis of General Motors:

 Strengths

 Size and market share

 Technology potential
 New leadership
 Quality improvement and perception thereof
 Model acceptance has improved
 Benefits derived from a new strategy - structure apporach and relationship.

 Weaknesses
 Failure to make technological work

 Too Much Vertical Integration

 Bureaucratic Culture

 Relationship With UAW

 Relationship Of Strategy To Structure

46
  Product Design Problems - Public Acceptance And Reduction Of Cycle
Time

 Market Share And Profitability

 Negative Effects Of Downsizing

 Still Much To Learn About Lean Production - High Cost Producer

 Hughes Aircraft Situation

 Opportunities
 Use of knowledge gained from saturn experince and toyota (nummi) joint
venture.

 Expansion of their global presence - their own european model operaton

as an example.

 Continue to build on the newfound customer confidence.

 Changing consumer demand for new model types and styles - expansion
and leadership.

 Threats
 Domestic and foreign competition

 U.S. federal legislation and regulation

 Consumer lawsuits

 Foreign legislation and regulation

 Declining quality of the infrastructure in this country

47
 Declining value of Japanese yen

48
49
  Have to use economical product so that middle class
people can purchase.
 Have use more effective promotional techniques so as to
increase their sale.
 In order to attract more customer, they should make
changes in customer relationship policy so more
customers get satisfied.

SWOT Analysis:

A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm usually can be classified as
strengths (S) or weaknesses (W), and those external to the firm can be classified as
opportunities (O) or threats (T). Such an analysis of the strategic environment is referred
to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources
and capabilities to the competitive environment in which it operates. As such, it is
instrumental in strategy formulation and selection. The following diagram shows how a
SWOT analysis fits into an environmental scan:

50
SWOT Analysis Framework

Environmental Scan
          / \           
Internal Analysis       External Analysis
/ \                  / \
Strengths   Weaknesses       Opportunities   Threats
|
SWOT Matrix

Strengths

A firm's strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage. Examples of such strengths include:

 patents
 strong brand names
 good reputation among customers
 cost advantages from proprietary know-how
 exclusive access to high grade natural resources
 favorable access to distribution networks

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example, each of the
following may be considered weaknesses:

 lack of patent protection

 a weak brand name
 poor reputation among customers

51
  high cost structure
 lack of access to the best natural resources
 lack of access to key distribution channels

In some cases, a weakness may be the flip side of a strength. Take the case in which a
firm has a large amount of manufacturing capacity. While this capacity may be
considered a strength that competitors do not share, it also may be a considered a
weakness if the large investment in manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic environment.

Opportunities

The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such opportunities include:

 an unfulfilled customer need

 arrival of new technologies
 loosening of regulations
 removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm. Some
examples of such threats include:

 shifts in consumer tastes away from the firm's products

 emergence of substitute products
 new regulations
 increased trade barriers

The SWOT Matrix

52
A firm should not necessarily pursue the more lucrative opportunities. Rather, it may
have a better chance at developing a competitive advantage by identifying a fit between
the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a
weakness in order to prepare itself to pursue a compelling opportunity.

To develop strategies that take into account the SWOT profile, a matrix of these factors
can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:

SWOT / TOWS Matrix

  Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

 S-O strategies pursue opportunities that are a good fit to the company's strengths.
 W-O strategies overcome weaknesses to pursue opportunities.

 S-T strategies identify ways that the firm can use its strengths to reduce its
vulnerability to external threats.

 W-T strategies establish a defensive plan to prevent the firm's weaknesses from
making it highly susceptible to external threats.

SWOT analysis of Hyundai Motors:

53
  Strengths

 Strong domestic market

 Good quality
 Cheap labor costs
 Production facilities.
 Weaknesses
 Design

 No luxury cars

 No innovations

 Opportunities
 Cost reduction

 Diversification

 Cheaper cars

 European and African market

 Threats:

 Competitors from Germany, Japan.

 Threat from local companies.
 10yrs warranty in USA.

SWOT analysis of Tata Motors:

 Strengths

54
  Strong market position
 Strong revenue growth
 Research and Development
 Weaknesses
 Dependent on vendors

 Over dependence on Indian market

 Opportunities
 Road development

 Territorial expansion

 Car penetration in India

 Threats
 Global competition

 Government regulations

 Diesel fuel issues

55
SWOT analysis of Honda Motors:

 Strengths

 Quality
 Reliable
 Performance-oriented
 Tends to be on the cutting edge of automotive technology.

 Weaknesses
 Weaker brand image

 Declining operating margins

 Market share is threatened by huge lineups from Toyota and Nissan.

 Opportunities
 Interest in environment friendly vehicles

 Major Player in the emerging markets (BRIC countries).

 Threats
 Rising oil and raw material prices in the world market can lead to
decreased demand for automotive vehicles.

 In addition, increased costs have led to decreased consumer spending and

the competitive rivalry is very high in this industry.

56
57
 BIBLIOGRAPY

Books
 “Customer Relationship Management – 29 Aug 2008”
By Francis Buttle  

 “Customer Relationship Management: Concepts and

Technologies  – 2 Feb 2015” by Francis Buttle  , Stan Maklan 

 “Fundamentals of Human Resource Management 3rd June

2011”(Dessler Gary.

 “Customer Relationship Management 1st sep 2007” (English,

Paperback, Peelen Ed)

Websites
 http://www.vipulmotorsltd.vom
 http://www.vipulmotorshr.com
 http://www.wikipedia.com

58
 Questionnaire

Question 1. Does Vipul Motors maintain consistency in its services?

a) Yes
b) No

Question 2. Are you satisfied with the prices charged by Vipul Motors?
a) Very satisfied
b) Satisfied
c) Not satisfied

Question 3. Do you find the promotional measures adopted by Vipul Motors are
effective?
a) Very effective
b) Effective
c) Not effective

Question 4: Things that you looked while purchasing a car?

a) Fuel efficiency
b) Low cost
c) Looks
d) Low price

59
Question 5. What recommendations do you wish to suggest to Vipul Motors...?

a) Recommendations
b) Include more variety
c) Reduces price
d) Better adv.
e) Improve quality

Question 6. How would you describe your visiting experience at Vipul Motors?

a) Excellent
b) Very good
c) Good
d). Poor

Question 7: How did you get attracted to Maruti Car that you are having at
present?
a) Looks

b) Fuel economy

c) Least physical efforts

d) Reliability

e) High price

f) Low Maintenance cost

60
Question 8: Which are the products of the company that are favorite among the
customers? Please give the reasons as you think.
a) Quality based

b) Do not know /can not say

c) Branded

d) Economical/ Cheap

61